Audi 2011 Annual Report Download - page 125

122
_ Inspiration
Fuel consumption and emission fi gures at the end of the Annual Report
 T
he clock at the body shop in Ingolstadt is showing
10.30 a.m. when a young woman in an evening
dress approaches the body shell of a vehicle. She
tilts her head back and touches a curved fender
that is destined to become part of a new Audi TT. Behind the
dark-haired woman, Audi employees dressed in gray are going
about their business. Machines are in motion. Neon lights
fl ood the hall with cold light. The smell of oil is in the air.
Suddenly there is a fl ash. Then another and another, faster
and faster. Click, click, click.
The situation is surreal. In the middle of the technical
world of the TT body shop, amongst robots and information
displays, a woman in an evening dress is leaning backward and
forward. In front of her: a photographer with a camera, lamps,
assistants holding brushes and powder puff s. Behind the
model, unpainted doors are being mounted onto vehicles.
The hall is the site of a very special photo shoot featuring
elegant fashion and lifestyle articles from the Audi collection.
For over 25 years now, the brand with the four rings has
been transferring Audi design into objects for customers’
everyday use (http://collection.audi.de). No matter whether
watches, sunglasses, key rings or cuff links: Even when it
comes to lifestyle articles, Audi’s simple formula is that form
should follow function – in the most elegant and sporty way
possible. The designers’ goal is to ensure that customers
recognize the typical Audi look at a glance, even when it comes
to lifestyle articles. The cigar punch should be just as uniquely
Audi as the sedan.
Audi collection lifestyle articles are made from the same
materials used in vehicle construction, including carbon,
aluminum and cowhide nappa leather. The latter is especially
soft and smooth and is fi nished in Germany by hand. Handcraft
plays an important role throughout the entire production
process, with leather items being stamped and carefully hand-
stitched one by one. The cases in the R8 line, for example, are
made from the same leather used to produce seats for the
cars. Even the same contrasting stitching is used.
In terms of jewelry as well, the high technological quality of
the Audi collection sets standards: An ultralight spring steel
bracelet, for example, is an interpretation of Audi’s lightweight
construction technology. It is precisely this connection between
fashion and technology that Andra the photographer seeks to
capture during the photo shoot in the Ingolstadt factory halls
and convey through her pictures. “I showcased the lifestyle
articles in the production landscape, although in theory this
doesn’t fi t,” says the resident of Hamburg. “The cool, technical
surroundings contrast sharply with the elegant lifestyle articles
and beautiful model. That is exactly what I was looking for.”
The clock strikes 12. Time for a brief lunch break for Andra
behind the camera, the young woman in the evening dress
in front of the camera and all the helpers who are frantically
moving lamps or carrying in new dresses.
In contrast, the gray-clad workers in the background con-
tinue to go about their business, bolting on doors and fenders
and programming robots. Soon the fashionable guests will be
gone and they will once again be the stars of the hall.
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PHOTOS | ANDRA/TANK MANAGEMENT
Close-up: Dive into a unique picture world and enjoy selected
lifestyle articles from the Audi collection.